Vox Pop

Vittorio Radice has claimed in press reports this week that he intends to dump Marks & Spencer’s famous green logo, bags and signage. Do you believe, as he implies, that it is the retailer’s green palette that is the issue or are there other areas you wou

‘This should be about re-inventing what Marks & Spencer stands for. The plans outlined thus far are all just about cosmetic improvements. M&S needs to find a new idea behind its brand that drives every part of its business, and differentiates itself for the next ten to 20 years. At the moment, it sounds as though M&S is just trying to play catch-up again.’

Graham Rittener, Business development director, Wolff Olins

‘Vittorio Radice is flying the flag for all of us in the design industry who passionately believe that creativity can genuinely transform a business. He’s that rare beast – a creative person with a decent budget. And Marks & Spencer has had the balls to back him. Radice has already injected more colour into M&S. So who am I to quibble if he’s not keen on green?’

John Townshend, Creative director, Rapier

‘It is not about green bags and logos, it goes much deeper. Marks & Spencer is brilliant at food, great for classless underwear, white T-shirts and socks, but the retailer struggles to be all things to all people when it comes to fashion. It’s time for M&S to put focus into the business and be even better at what it does well while making a stronger, more polarised, segmentation of its fashion offers.’

Richard Williams, Director, Williams Murray Hamm

‘I think he has a point. There’s nothing like instant impact. Imagine having a vast army of volunteers eager to carry around and promote your brand, and all at no cost. That’s exactly what happens when people decide to carry their laundry around in one cool, colourful retailer’s carrier bag as opposed to another. The best example I can think of is the bright yellow Selfridges bag. Hang on, didn’t Vittorio Radice work there?’

Steve Collis, Joint managing director, JHP Design

‘If a new course is to be set for Marks & Spencer, consider green as the anchor and the trusted products and services as the lifebelt. Ditch the anchor, hang on to the lifebelt and full steam ahead. Avoid those who tell you that the world is flat.’

Peter Knapp, Executive creative director, Landor

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